Douglas McLeod
PhD, University of Minnesota
Professor

Education:
University of Wisconsin—Madison
B.A. Journalism and Psychology, 1983

University of Minnesota
M.A. Mass Communication, 1986
Ph.D. Mass Communication, Minor: Sociology, 1989

Courses:
Principles of Strategic Communication
Strategic Communication Campaigns
Communication and Public Opinion
Mass Media and the Consumer
Communication Research Methods

Research areas:
Mass Media and Social Conflict, Mass Media and Social Movements, Mass Media and Public Opinion, Strategic Communication

Recent publications:

Hwang, H., Gotlieb, M., Nah, S., & McLeod, D. M. (2007). Applying a cognitive processing model to presidential debate effects: Post-debate news analysis and primed reflection, Journal of Communication, 57, 1-20.

Cho, J., & McLeod, D. M. (2007, forthcoming). Structural antecedents to knowledge and participation: Extending the knowledge gap concept to participation. Journal of Communication, 57,

Shah, D.V., Gil de Zuniga, H., Cho, J., & McLeod, D.M. (2006). Cue convergence: Associative effects on social intolerance. Communication Research, 33, 136-154.

Chia, S.C., Lu, K., & McLeod, D.M. (2004). Sex, lies and video compact disc: A case study on third-person perception and motivations for censorship. Communication Research (forthcoming)

Boyle, M.P., Hillback, E., Devanathan, N., McCluskey, M.R., Stein, S., Shevy, M., & D.M. McLeod, D.M. (2004). The Influence of Level of Deviance and Protest Type on Coverage of Social Protest in Wisconsin From 1960 to 1999. Mass Communication and Society, 7.

Cho, J., Boyle, M.P., Keum, H., Shevy, M., McLeod, D.M., Shah, D.V., & Pan, Z. (2003). Media, terrorism, and emotionality: Emotional differences in media content and public relations to September 11th. Journal of Broadcasting and Electronic Media, 47, 309-327.

Biography: Douglas McLeod is a professor in the School of Journalism & Mass Communication. Before coming to the University of Wisconsin in 2000, he taught for 11 years in the Department of Communication at the University of Delaware. An alumnus of the University of Wisconsin, he majored in journalism and psychology. He earned an M.A. and Ph.D. in mass communication and sociology from the University of Minnesota.

McLeod teaches courses in strategic communication and mass communication theory and methodology, including J345: Principles of Strategic Communication, J646: Mass Media and the Consumer, J658: Communication Research Methods, J561: Mass Communication and Society, J449: Principles of Strategic Communication and J614: Communication and Public Opinion. McLeod has published 40 journal articles and book chapters, and 10 other publications. His research develops three lines of inquiry into the antecedents and consequences of mass communication:

1. social conflicts and the media
2. media content, public opinion and knowledge
3. advertising

The first program of research focuses on the role of the media in both domestic and international conflicts. Research on the role of mass media in social conflicts is important because of the centrality of conflict processes to social relations and welfare and because of the prominence of mass media in these processes. In addition, the performance of mass media in conflicts has major implications for the quality and diversity of our marketplace of ideas.

A major thrust of this conflict research examines the role of mass media in internal conflicts, specifically in the process of social protest. Several of his studies have focused on factors that shape media coverage of protest groups. Such factors have produced the relatively consistent finding that media coverage portrays socially critical groups as being “deviant.” This research has also helped to show how this deviance is communicated in media messages and how the framing of news stories about conflicts affects audience perceptions of the groups and issues involved.

In terms of international conflicts, his research has examined the role of the media during the Persian Gulf War. The results of this research demonstrate that the presence of this major international conflict had a substantial impact on public expectations for and evaluations of the mass media. In turn, the media were part of process that produced dramatic effects on public opinion.

McLeod’s second line of research studies several factors shaping the information content of mass media and its consequent outcomes on public opinion and knowledge. A recent series of studies has focused on the “third-person effect,” the tendency to see others as being more affected by media content than we ourselves are affected. The research seeks to demonstrate linkages between third-person perceptions and the acceptance of censorship, as well as to delineate the processes by which judgments are made.

The final context his research explores is factors shaping the content and influence of advertising as a form of media content with considerable sociopolitical consequences. His studies have looked at the cultural antecedents of product and corporate advertising. Another study examined the effects of public service advertising. McLeod is an editorial board member for six journals: Communication Research, Journalism and Mass Communication Quarterly, Journal of Broadcasting and Electronic Media, Communication Quarterly, Human Communication Research and Mass Communication and Society. He also has served as a research consultant for several advertising, public relations and nonprofit organizations.